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"Finding partners who have both the technical and marketing expertise to make a project like The World's Smartest Intersection come to life is difficult. Cromulent's technical expertise allowed them to quickly move past the technology and onto the reason why it’s vital to cities. Bottom-of-funnel content can be challenging for marketing teams to create, which is why teams like Cromulent are so crucial to companies who sell to technical audiences."

Matthew Trushinski - Director, Marketing

About Miovision:

Miovision is helping build tomorrow’s smart cities by transforming the way traffic networks are managed today. Backed by the world’s most advanced traffic AI, Miovision’s innovations in traffic planning and operations have made it possible for cities to improve the transportation experience for drivers, cyclists, and pedestrians since 2005.

Project Spotlight:

Telling a Technology Story

In June 2018, at The Intelligent Transportation Society (ITS) of America 2018 Annual Meeting (and associated tradeshow), Miovision launched a major marketing campaign with the introduction of The World’s Smartest Intersection.

The World’s Smartest Intersection is a groundbreaking technology showcase in Detroit, Michigan, that features both the existing functionality and future capabilities of the Miovision platform.

Miovision supported the launch with a number of demand- and awareness-generation tactics: from an augmented reality experience in their booth, to a glossy brochure, to a webinar series, and more.

These top-of-funnel activities attracted lots of interest for Miovision’s world-first solution, but Miovision knew that deeper funnel content was needed for when prospects start asking questions; in particular, as prospects evaluate potential solutions, they want to know how the technology works.

With this technical showcase in place at launch, interested prospects quickly advanced through the sales cycle and Miovision's team could focus on commercial activities rather than repeatedly explaining the technology.

The Challenge:

Anticipating the need to answer these inquiries immediately, Miovision asked Cromulent to prepare a Technical Showcase to support the campaign by going behind-the-scenes of The World’s Smartest Intersection.

On a tight timeline, Cromulent delivered a comprehensive document that explained in detail how Miovision’s platform, products, and features delivered the collection of powerful use cases that were part of the top-level messaging.

The Impact:

The World’s Smartest Intersection campaign proved to be an enormous success for Miovision: the launch at ITS generated enormous industry awareness, the top-of-funnel activities created significant demand, and supporting webinars and other communications discovered and nurtured prospects.

Crucially, with this technical showcase in place at launch to answer detailed questions immediately, interested prospects quickly advanced through the sales cycle and Miovision’s team could focus on commercial activities rather than repeatedly explaining the technology.